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Delivering and Analysing Customer Value



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7 wks


Avg 10 hrs/wk

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The ubiquity of customer data collection in modern business means that businesses must constantly track and understand the varying needs and wants of their marketplaces, to remain valuable and sustainable. This microcredential will introduce participants to key marketing concepts, tools, and techniques to assist in driving current and future customer value within an organisation.


About this microcredential

This microcredential will help you understand the customer, the value that customers add to an organisation and how organisations can benefit the customer. The microcredential will introduce marketing theories and techniques in the context of various marketing decision-making environments. 

Participants will explore the nature and role of digital and social marketing for generating customer value, as well as segmentation, to determine the customer's lifetime value to an organisation. Topics in the microcredential are reinforced using marketplace data and analysis to measure and estimate the effects of the organisation's marketing effort. 

Key benefits of this microcredential

This microcredential has been developed to equip participants to:

  • Develop in-demand, industry-standard marketing and data analysis skills
  • Learn tools and techniques to help organisations understand and measure customer segments and their unique concepts of value
  • Practice tools and techniques that will help evaluate customer responses to new and modified product or service offerings.

This microcredential aligns with the 3-credit point subject, Deliver Customer Value (24748) in the Executive Master of Business Administration (C04424). 

This microcredential may qualify for recognition of prior learning at this and other institutions.

Digital badge and certificate digital badge example for UTS Open short courses

A digital badge and certificate will be awarded upon successful completion of the relevant assessment requirements and attainment of learning outcomes of the microcredential.  

Learn more about UTS Open digital badges.

Who should do this microcredential?

This microcredential covers concepts and topics that are applicable to a wide range of industries, professions and roles across both public and private sectors. Specifically, the microcredential will be useful for:

  • Marketing and sales professionals
  • Process, service, or product designers
  • User-experience (UX) or user-interface (UI) designers
  • Engineers
  • Legal professionals, judicial officers
  • Customer experience or customer service professionals
  • Process improvement specialists and professionals
  • Government policy officers and analysts.


Full price: $2,988 (GST free)*

*Price subject to change. Please check price at time of purchase. 

Discounts are available for this course. For further details and to verify if you qualify, please check the Discounts section under Additional course information

Enrolment conditions

Course purchase is subject to UTS Open Terms and Conditions. 

COVID-19 response 

UTS complies with latest Government health advice. Delivery of all courses complies with the UTS response to COVID-19.

Additional course information

Course outline

The following content will be covered during this microcredential:

  • Consumer behaviour
  • Customer lifetime value
  • Market segmentation, targeting, and positioning
  • Customer analytics
  • Digital and social marketing.

Course delivery

This course is delivered online using a range of resources, self-directed study and live interactive sessions with the academic. Course content will be presented online to participants in a variety of formats, including lecture slides, notes, videos and articles.

At the beginning of the unit, participants are expected to review materials and complete tasks on their own before attending weekly online review sessions with the lecturer (sessions are spread over the learning period). Materials will be provided on the learning management system, but participants are also expected to seek information independently. Feedback will be given following formative assessment and during the online sessions.

Course learning objectives

On successful completion of this course participants should be able to:

  • Understand the role of customer value in an organisation
  • Apply quantitative methods to assess customer value
  • Understand digital and social marketing and how it creates value for customers
  • Evaluate customer responses to new and modified product offerings.


Assessment task 1

  • Online quiz (individual) - weighting: 30%

This assessment requires participants to answer a series of short questions and/or multiple-choice questions. The questions relate to the course content covered to this point.

Assessment task 2

  • Report (individual) - weighting: 70%

Participants will be required to read and summarise an article describing policy applications of behavioural research involving decision makers (individuals/organisations) who are facing a situation of strategic interaction. Information will need to be gathered from different documents provided. Using the concepts explored in the course, participants will be required to discuss the article in terms of the welfare of the targeted decision-makers and of the third-parties. The assessment is to be written in the form of an essay and assessment guidelines with a detailed description of the problem will be posted online, along with what is expected from participants.

Participants must achieve at least 50% of the course’s total marks and complete all assessments.



  • To complete this online course, you will need a personal computer with adequate internet access and sufficient software and bandwidth to support web conferencing. You will also require an operating system with a web browser compatible with Canvas.


Discounts are available for this course as follows:

  • 5% discount for strategic partners
  • 5% discount for UTS alumni
  • 5% discount for 2 enrolments in UTS Business School microcredentials (same person or same organisation)
  • 10% discount for 3 or more enrolments in UTS Business School microcredentials (same person or same organisation)

Discounts cannot be combined and only one discount can be applied per person per course session. Discounts can only be applied to the full price. Discounts cannot be applied to any offered special price. 

How to obtain your discount voucher code

Please contact the team at with your student number, strategic partnership details or details of group enrolments, to obtain your discount voucher code. 

How to apply your discount voucher 

  • If you are eligible for a UTS alumni discount, please ensure you have provided your UTS student number during checkout. If you have forgotten your UTS student number, email with your full name, UTS degree and year of commencement.  
  • Add this course to your cart 
  • Click on "View Cart" (blue shopping trolley at top right of screen). You will need to sign in or sign up to UTS Open 
  • Enter your eligible code beneath the “Have a code?” prompt and click on the blue "Apply" button 
  • Verify your voucher code has been successfully applied before clicking on the blue "Checkout" button. 

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Acknowledgement of Country

UTS acknowledges the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We would also like to pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.